This document provides a marketing presentation on the detergent brand Surf Excel. It discusses Surf Excel's history in India since 1954, its product range targeting different markets, and marketing strategies like promotional advertisements transitioning from rational to emotional appeals. Competitors include Aerial and P&G. Observations note Surf Excel as an experienced player with innovative ads and strong distribution. Suggestions include reducing price and ad expenses while expanding rural penetration.
Detergent Market in India as of 2015 (Surf Excel, Ariel, Nirma, Wheel, Tide, ...Arjun Parekh
Porter's Five Forces, Porter's Generic Strategies, STP, Perceptual Map for all of the following.
1) Surf Excel vs. Ariel,
2) Nirma vs. Wheel,
3) Tide vs. Ghari
This .ppt originally contained video but I had to remove them due to size issues.
This presentation links all the above mentioned brands with Porter's 5 forces model and Porter's Generic Strategies.
Hindustan Unilever Limited Marketing Strategies for rural and urban India for toothpaste, detergent and other markets. Comparison between already applied steps and possible steps.
introduction
about lifebuoy
Officially launched in India in 1935
India’s oldest personal wash brand
Always stood for health and hygiene, delivered through germ protection
Sales on more than 5bn per day
Had stagnant market share
stood for its health – plate-form
Was brick red in color with carbolic ingredient
Segment-Personal Care – Soap, Hand Sanitize r, Hand Wash
Target Group-All households, to provide a 100% anti-bacterial soap for complete protection
Positioning-Lifebuoy's hand wash goal is to provide affordable and accessible hygiene and health solutions
Parent Company-HUL
Category-Personal Care – Soap
Sector-FM CG
ADVERTISEMENTS
SWOT ANALYSIS
USAGE OF LIFEBUOY HAND-WASH-germ free, smell, healthy,100% secure ,care,safety
SEGMENTATION'S
PRICING STRATEGY
MARKETING STRATEGY
DISTRIBUTION TABLE
COMPETITORS-dettol, savlon
BRAND POSITIONING
AMBASSADORS
THANK YOU
In this presentation I have made a comparative analysis of Surf Excel and Ariel that belong to the premium detergent segment on the basis of products,advertising strategies and swot analysis etc.Thanks to the previously shared ppt on slideshare
The soap manufacturing industry is one of the oldest industries operating in the FMCG sector in India, and accounts for more than 50% of the consumer goods sector. The soap and detergent industry covers laundry and toilet soaps, and synthetic detergents in the form of liquid, powder, and bar. Bar soaps can be classified into three sections—premium, popular, and economic. Read More: https://bit.ly/2COoS8b
This presentation contains details of the company Bisleri.
Its 4Ps, brand positioning, Future and Recommendations.
Presentation By:
Leanne Vas, Sampurna Chawdhary, Suchit Chauhan and Ayush Parekh.
Detergent Market in India as of 2015 (Surf Excel, Ariel, Nirma, Wheel, Tide, ...Arjun Parekh
Porter's Five Forces, Porter's Generic Strategies, STP, Perceptual Map for all of the following.
1) Surf Excel vs. Ariel,
2) Nirma vs. Wheel,
3) Tide vs. Ghari
This .ppt originally contained video but I had to remove them due to size issues.
This presentation links all the above mentioned brands with Porter's 5 forces model and Porter's Generic Strategies.
Hindustan Unilever Limited Marketing Strategies for rural and urban India for toothpaste, detergent and other markets. Comparison between already applied steps and possible steps.
introduction
about lifebuoy
Officially launched in India in 1935
India’s oldest personal wash brand
Always stood for health and hygiene, delivered through germ protection
Sales on more than 5bn per day
Had stagnant market share
stood for its health – plate-form
Was brick red in color with carbolic ingredient
Segment-Personal Care – Soap, Hand Sanitize r, Hand Wash
Target Group-All households, to provide a 100% anti-bacterial soap for complete protection
Positioning-Lifebuoy's hand wash goal is to provide affordable and accessible hygiene and health solutions
Parent Company-HUL
Category-Personal Care – Soap
Sector-FM CG
ADVERTISEMENTS
SWOT ANALYSIS
USAGE OF LIFEBUOY HAND-WASH-germ free, smell, healthy,100% secure ,care,safety
SEGMENTATION'S
PRICING STRATEGY
MARKETING STRATEGY
DISTRIBUTION TABLE
COMPETITORS-dettol, savlon
BRAND POSITIONING
AMBASSADORS
THANK YOU
In this presentation I have made a comparative analysis of Surf Excel and Ariel that belong to the premium detergent segment on the basis of products,advertising strategies and swot analysis etc.Thanks to the previously shared ppt on slideshare
The soap manufacturing industry is one of the oldest industries operating in the FMCG sector in India, and accounts for more than 50% of the consumer goods sector. The soap and detergent industry covers laundry and toilet soaps, and synthetic detergents in the form of liquid, powder, and bar. Bar soaps can be classified into three sections—premium, popular, and economic. Read More: https://bit.ly/2COoS8b
This presentation contains details of the company Bisleri.
Its 4Ps, brand positioning, Future and Recommendations.
Presentation By:
Leanne Vas, Sampurna Chawdhary, Suchit Chauhan and Ayush Parekh.
Our presentation delivered at the Universal Business School, as a part of our marketing project. It contains the iPhone as a product, all generations/variations and analysing its with respect to BCG matrix and its position in the product life cycle (PLC).
Product Life Cycle & Marketing Strategy of Colgate, Dairy Milk and Samsung 3D tvRajat Gandhi
This Presentation is about the marketing strategy & PLC i.e Product Life Cycle of FMCG products like Colgate & Dairy Milk and a consumer durable good i.e Samsung 3D TV.
the ppt contains detailed stages of product life cycle with their specific strategy requirements and examples in Indian context, limitations, uses and significance along with special cases of PLC
This project was carried out to understand Segmentation, Targeting, Positioning Framework. This project is on Spark Private Limited, a figment of imagination, involving New Product Development / Conceptualization.
The detergent war is a fierce competition among industry giants like Procter & Gamble, Unilever, Nirma and Henkel between the year 1960-2003.This battle extends from innovative formulations and packaging to marketing strategies, with a focus on sustainability. Brands use celebrity endorsements and social media to appeal to consumers. The emphasis on eco-friendly options reflects a growing environmental consciousness. Smart appliances and e-commerce play pivotal roles, with brands adopting subscription models. Ultimately, consumer preferences drive the detergent war, shaping the industry's future through innovation, sustainability, and effective marketing.
Despite the fierce competition, collaborations between detergent manufacturers and technology companies are reshaping the landscape. Smart appliances and connected devices are introduced to enhance the laundry experience, providing consumers with a glimpse into the future of home care.
As the detergent war intensifies, it's evident that innovation, sustainability, and effective marketing are the primary weapons. The consumer, empowered with information and choices, stands at the forefront, steering the direction of the war by rewarding brands that align with their values and preferences. In this dynamic industry, the detergent war is not just a battle for market share; it's a reflection of evolving consumer needs and a testament to the adaptability and resilience of household cleaning brands.
3. CONTENT
History
Marketing Strategy
Product range & target market
Promotion/ Ad & competitors
Observations & Suggestions
4. HISTORY OF SURF EXCEL
Surf is the name of the brand of laundry detergent made by
Unilever.
Surf was introduced in the year 1954 after Rinso (brand before it)
failed.
One of the oldest detergents in India.
Competition emerged from low priced detergents in 1970’s.
Revolutionary change in 1990’s through various ad campaing.
Today , Surf Excel leads the premium wash category in India with
baseline “Dirt is good”.
Some of the other major detergent products of Unilever in India
are Rin & wheel. The latest entry into the segment is Comfort
, a fabric conditioner.
5. Marketing Strategy/Objectives
Surf has been in the market for a long time and has
effectively managed its product life cycle with the help of
product innovations and great marketing stratergies.
Unilever markets detergent products internationally and
uses individual sub-brands to segment those markets.
Formulation of the detergent and the market targeted vary
by region.
Launching variants in the washing machine category.
Effective Ad campaing .
Approaching new market.
6. PRODUCT RANGE & TARGET
MARKET
Product range
Surf excel detergent bar
Surf excel blue
Surf excel quick wash
Surf excel automatic
Surf excel top-load & front load
Target market
Sachet packet (Rs 2/-) – mass market , convenient &
affordable
Detergent bar , Surf excel blue , surf excel automatic– middle
class & upper middle class
7. Promotion/Advertisement
Lalitaji , Surf karidne mein samajdari hai- It makes better sense
to buy surf. Made huge impact.
Daag doodthe rehjavoge.
Daag acche hote hain- Dirt is good.
Rational appeal
To
Emotional appeal
9. Observations
Experienced player
Innovative advertising approaches
Provides offers & schemes
Strong distribution channel
Suggestions
Reduce the pricing
Reduce the expenses on advertisement
Penetration in rural areas
Unilever- british & dutch parentage- consumer products brands in food beverages cleaning agents & personal care productsIn uk – surf tropical surf advanced.Competitors – p&g, nestle johnson & johnson